I N T R O D U C T I O N T O I T S I M P O R T A N C E
Digital Strategy Class #1
What we WILL NOT be covering this round
 Social Media/Mobile Channels strategy
 E.g. Facebook strategy, Instagram strate...
What we WILL be covering now and in the future
 Overview to Paid/Owned/Earned Media
 Role of Digital Media
 Digital Med...
What is Media?
AKA
Touchpoint, Channel,
Medium
 Media is a group of different
Communication Platforms used to
connect or ...
Media Landscape
REACH
INVESTMENT
CONTROL
TARGET AUDIENCE
PERIOD
INDUSTRY
PLAYERS
PAID MEDIA
“ATL”
GUARANTEED
Visibility/RO...
360 and the Creative Agency
360˚ Campaign
Maximise Reach and ROI
to achieve objectives
W H A T A R E T H E D I F F E R E N T T O U C H P O I N T S
A N D R O L E S ?
Media Ecosystem – Then
The Traditional
Consumer
Journey
From Awareness to
Loyalty
I Love (Share)
“Loyalty/Advocacy”
I Buy
“Conversion”
I Consider...
Traditional Consumer Journey
I Know I Consider/Engage I Buy I Love (Share)
Media
Buying
Activation/
BTL
PR
CRM/BTL
Traditi...
Traditional Consumer Journey (Metrics)
I Know I Consider/Engage I Buy I Love (Share)
Media
Buying
Activation/
BTL
PR
CRM/B...
Problems with
Traditional
Journey
 Calculation is purely based on
Impressions/PR Value ->
Sales/Customer DB
 High invest...
H O W I T A L L C H A N G E D
Media Ecosystem – Now
What has not changed
THERE IS
STILL ONE
TRUSTED
MEDIUM
LEFT IN THE
WORLD
MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COL...
STOP THE MONOLOG - START THE
DIALOG
Art by: Andrew Davies
The NEW
Consumer
Journey
From Awareness to
Advocacy
I Share
“Advocacy”
I Love
“Loyalty”
I Buy
“Conversion”
I Compare
„Revi...
The NEW
Consumer
Journey
From Awareness to
Advocacy
I Share
“Advocacy”
I Love
“Loyalty”
I Buy
“Conversion”
I Compare
„Revi...
Today‟s Consumer Journey
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/BTL
Digital ...
Today‟s Consumer Journey (Metrics)
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/BT...
Why is the new
journey
important?
 More avenues for owned media
 More metrics/data
 Better and clearer consumer
cycle
...
H O W T H E N D O W E M A X I M I S E T H E
D I F F E R E N T T O U C H P O I N T S ?
Digital Strategy
Some common
objectives
 Increase WOM/conversations
 Increase community numbers
(CRM)
 Increase sales
 Increase awarene...
Digital/
Social Media
Strategy
How do we approach
the world of today to
build and extend
relationships?
Optimise
Community...
Who we‟re working aka fighting with
I Know I Consider I Compare I Buy I Love I Share
Media Buying
Activation/
BTL
PR
CRM/B...
How can
creative
agencies stand
out then?
By bringing
powerful and
insightful ideas to
life, no matter the
medium.
E X A M P L E S O F D I G I T A L S T R A T E G Y I N P L A Y
Case Studies
Case Study:
KLM Surprise
Brand Message:
Journeys of Inspiration
Objective:
Make passengers feel
special
Listen:
Monitor ch...
Case Study:
Old Spice
Brand Message:
The Man your Man could
Smell Like
Objective:
Spark conversations
amongst couples abou...
Case Study:
Oreo Daily Twist
Brand Message:
A 100th yr old cookie with a
twist
Objective:
Fuel everyday
conversations with...
F O R O T H E R L E S S O N S ,
P L E A S E A S K U N C L E G O O G L E F I R S T
Terima kasih
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Digital Ecosystem x Consumer Journey

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Digital Ecosystem x Consumer Journey

  1. 1. I N T R O D U C T I O N T O I T S I M P O R T A N C E Digital Strategy Class #1
  2. 2. What we WILL NOT be covering this round  Social Media/Mobile Channels strategy  E.g. Facebook strategy, Instagram strategy, etc.  Tutorials/How-tos that CAN be Google-d  E.g. How to post stuff on Facebook  Digital Marketing statistics  E.g. Number of Malaysians using digital
  3. 3. What we WILL be covering now and in the future  Overview to Paid/Owned/Earned Media  Role of Digital Media  Digital Media Processes  Digital Media Targeting & Retargeting
  4. 4. What is Media? AKA Touchpoint, Channel, Medium  Media is a group of different Communication Platforms used to connect or influence individuals or groups - Rachel Foong’s Definition
  5. 5. Media Landscape REACH INVESTMENT CONTROL TARGET AUDIENCE PERIOD INDUSTRY PLAYERS PAID MEDIA “ATL” GUARANTEED Visibility/ROI HIGH Investment MEDIUM Control Mass/Targeted Short Term Media Buyers & Celebrity Managers OWNED MEDIA “Corporate/Store” LOW TO MEDIUM Visibility/ROI MEDIUM Investment FULL Control Targeted/Customers Long Term BTL & Events/Activation & PR & CRM Agencies & Brand Collaborations EARNED MEDIA “Word of Mouth” NON-GUARANTEED Visibility/ROI ZERO Investment ZERO Control Customers/Fans Short to Long Term PR agencies /CRM Creative Agencies
  6. 6. 360 and the Creative Agency 360˚ Campaign Maximise Reach and ROI to achieve objectives
  7. 7. W H A T A R E T H E D I F F E R E N T T O U C H P O I N T S A N D R O L E S ? Media Ecosystem – Then
  8. 8. The Traditional Consumer Journey From Awareness to Loyalty I Love (Share) “Loyalty/Advocacy” I Buy “Conversion” I Consider/Engage “Interest” I Know “Awareness”
  9. 9. Traditional Consumer Journey I Know I Consider/Engage I Buy I Love (Share) Media Buying Activation/ BTL PR CRM/BTL Traditional Paid Media (Newspapers, Radio, TV, Billboard, etc.) Shopper/Activation Marketing (Flyers, In=store promos, Guerrilla, etc.) Celebrity Endorsements/ Brand Partnerships Product Packaging/ Promotions (In-store Ads, Coupons) Direct Mailers/Newsletters/Call Centres/Direct Marketing Press Conferences Member Referral Onground Event/Team Loyalty Programs Press Mentions/Reviews PAID MEDIA OWNED MEDIA EARNED MEDIA
  10. 10. Traditional Consumer Journey (Metrics) I Know I Consider/Engage I Buy I Love (Share) Media Buying Activation/ BTL PR CRM/BTL Impressions Sales PAID MEDIA OWNED MEDIA EARNED MEDIA New Member Signups/Frien d Referrals PR Value Program/Contes t/Promotion /Event Engagement CRM Database Repeat Sales
  11. 11. Problems with Traditional Journey  Calculation is purely based on Impressions/PR Value -> Sales/Customer DB  High investment on Paid Media to increase sales  How do I know that I’m making a brand impact without spending millions on research?
  12. 12. H O W I T A L L C H A N G E D Media Ecosystem – Now
  13. 13. What has not changed THERE IS STILL ONE TRUSTED MEDIUM LEFT IN THE WORLD MY FRIENDS – THEIR FRIENDS – AND ALL THOSE WE COLLECTIVELY RESPECT Alain Thys - FutureLab
  14. 14. STOP THE MONOLOG - START THE DIALOG Art by: Andrew Davies
  15. 15. The NEW Consumer Journey From Awareness to Advocacy I Share “Advocacy” I Love “Loyalty” I Buy “Conversion” I Compare „Reviews/Evaluation” I Consider/Engage “Interest” I Know “Awareness”
  16. 16. The NEW Consumer Journey From Awareness to Advocacy I Share “Advocacy” I Love “Loyalty” I Buy “Conversion” I Compare „Reviews/Evaluation” I Consider/Engage “Interest” I Know “Awareness” Mobile Desktop Tablet Search Engines Social Networks/ Forums/Bl ogs Social Networks /Forums/ Blogs Apps&Games Email Email
  17. 17. Today‟s Consumer Journey I Know I Consider I Compare I Buy I Love I Share Media Buying Activation/ BTL PR CRM/BTL Digital (IT/SOCIAL) Digital (SEARCH) Digital (MOBILE) PAID MEDIA OWNED MEDIA EARNED MEDIA Traditional + Digital Paid Media Paid Likes + SharesProduct Packaging/ Promotion sShopper/Activatio n Marketing Onground Event/Team Celebrity Endorsements/ Brand Partnerships Press Conferences Press Mentions/Reviews Digital Influencer Marketing Press Mentions/Reviews Digital Influencer Marketing Direct Mailers/Newsletters/Call Centres Member Referral Loyalty Programs Direct Mailers/Newsletters/Call Centres Website/Microsite/Blogs/Forums Email/Content Marketing Social Media Pages Shared Content Search Engine Marketing Search Engine Optimisation Mobile Apps & Games Email/SMS Augmented Reality Podcast/Videos
  18. 18. Today‟s Consumer Journey (Metrics) I Know I Consider I Compare I Buy I Love I Share Media Buying Activation/ BTL PR CRM/BTL Digital (IT/SOCIAL) Digital (SEARCH) Digital (MOBILE) PAID MEDIA OWNED MEDIA EARNED MEDIA Impressions Sales New Member Signups/ Friend Referrals PR Value Program/ Contest/ Promotion /Event Engagemen t CRM Database Repeat Sales Pageviews/ Visits/ Clicks (CTR) App Downloads/ Activity Clicks (CTR) Impression s Ranking Reviews/Mentions/Fan-Created Content Email /RSS Subscription Shares FollowersOnline Sentiment Influencers Engagement Time Spent SharesEngagement
  19. 19. Why is the new journey important?  More avenues for owned media  More metrics/data  Better and clearer consumer cycle  The store is no longer confined to a physical space
  20. 20. H O W T H E N D O W E M A X I M I S E T H E D I F F E R E N T T O U C H P O I N T S ? Digital Strategy
  21. 21. Some common objectives  Increase WOM/conversations  Increase community numbers (CRM)  Increase sales  Increase awareness
  22. 22. Digital/ Social Media Strategy How do we approach the world of today to build and extend relationships? Optimise Community Size Share of Voice Sentiment Shareability ROI Build & Respond/Engage Social Media Management Reputation Management Crisis Management Content Marketing Channel Strategy Understand/Analyse Keyword Analysis Sentiment Analysis Share Of Voice Analysis User Experience Listen Social Media Monitoring Search Engine Results Forums/Social Networks/Reviews Insights/Behaviour Set Objectives Metrics/KPI Understand Ecosystem Budgets Sharpen the Brand USP Messaging Relevance Evaluate Current Ecosystem Stakeholder Identification
  23. 23. Who we‟re working aka fighting with I Know I Consider I Compare I Buy I Love I Share Media Buying Activation/ BTL PR CRM/BTL Digital (IT/SOCIAL) Digital (MOBILE) PAID MEDIA OWNED MEDIA EARNED MEDIA Traditional + Digital Paid Media Paid Likes + SharesProduct Packaging/ Promotion s Onground Event/Team Digital Influencer Marketing Digital Influencer Marketing Direct Mailers/Newsletters/Call Centres Member Referral Direct Mailers/Newsletters/Call Centres Website/Microsite/Blogs/Forums Email/Content Marketing Social Media Pages Shared Content Mobile Apps & Games Email/SMS Augmented Reality Videos Shopper/Activatio n Marketing
  24. 24. How can creative agencies stand out then? By bringing powerful and insightful ideas to life, no matter the medium.
  25. 25. E X A M P L E S O F D I G I T A L S T R A T E G Y I N P L A Y Case Studies
  26. 26. Case Study: KLM Surprise Brand Message: Journeys of Inspiration Objective: Make passengers feel special Listen: Monitor check-ins / mentions via social media Build & Respond/Engage: Reward passengers by responding to their needs Optimise: ??
  27. 27. Case Study: Old Spice Brand Message: The Man your Man could Smell Like Objective: Spark conversations amongst couples about body wash Listen: Monitor responses and questions about body wash Build & Respond/Engage: Engage celebrities and fans to influence conversations with creative and humourous content Optimise: Follow up with campaign based on similar story
  28. 28. Case Study: Oreo Daily Twist Brand Message: A 100th yr old cookie with a twist Objective: Fuel everyday conversations with Oreo as the icon Listen: Monitor trends/pop culture/issues that are being talked about globally Build & Respond/Engage: Creatively use the cookie as an icon to symbolise the topic of the day Optimise: Localise the conversation amongst countries
  29. 29. F O R O T H E R L E S S O N S , P L E A S E A S K U N C L E G O O G L E F I R S T Terima kasih

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